This article is explaining how to understand and exploit the different statistics provided by Facebook through its advertising platform but also via the administration area of the pages.
Like all campaigns, online marketing, an analysis of statistics is essential for optimal management and control ROI.
To analyze the performance of your campaigns, you will be able to study the statistics of the advertising platform as well as those of the page, crossing you an overview of the impact of your campaigns.
Statistics of the Facebook Advertising Platform
When you connect to the advertising platform, you get to the screen with all of your campaigns.
For statistics, you can click “full report” to get a quick overview or “reports” from the menu on the left to view a customized according to your needs.
If you want a view of overall performance, the first option will be sufficient, if you want to study some campaigns in particular better off you turn to the second option.
Each time, you can get your statistics directly on the screen or export them in csv file for use with Excel. For a detailed analysis it is better to export one to add columns and perform calculations of ROI.
For each report, you will default the following information: impressions, clicks, connections (likes or application installations by type of campaign), click rates, expenses, and cpc cpm.
You will also have the same information for social impressions (when your ads appear in the friends of fans of the page).
By exporting the report, you can add two columns to calculate your costs of acquisition: CPF (Cost per fan) or CPI (Cost per installation) and your conversion rate (number of clicks / number of connections).
After adding these two columns you will be able to identify campaigns that work to develop them (new visuals, higher bid to get more volume …) and the worst performing campaigns to stop them or lower their bids to reach your ROI target.
You can also export to a level ads (advertisements) to optimize specifically for advertising rather than advertising campaign by campaign. To do so, click on “All ads” in the left menu.
Facebook Advertising : Statistics of the Page
The statistics of the page include a lot of information. For this article, we will focus on those being in connection with campaigns Facebook ads.
Once connected to insights, click the like. You will arrive on the page with the demographics of fans. Click “Export data” and specify the period corresponding to that of running your ads.
Once the exported file, go to column-level “new daily likes” and “daily unlike” (I and J normally). Add a column to calculate the number of fans recruited per day (minus the likes unlike). Add 3 new columns to the stats for your campaigns (clicks, fans and expenses. Here in orange).
It’ll just add a last column calculates the fans recruited virally by the following calculation: fan recruited per day – fans recruited via ad.
This will give you a better view of the performance of your campaigns. It is also interesting to study the number of interactions on the page before and after the campaign and see the percentage change.
This will allow you to judge the quality of fans recruited. For example you can you use the following data: daily page embrace engaged users, daily page story, people talking about daily or other interesting data according to your community and your goals.
Bid Management Tools for the Facebook Advertising
These methods allow you to optimize campaigns to small. If Facebook is an important part of your communications budget and you need to manage hundreds or thousands of ads they will quickly find their limits.
Use a campaign management tool Facebook (bid management) will optimize your campaigns much more finely and move to the next level both in terms of creating massive in terms of optimization via bid management rules.
Good luck with your Facebook advertising campaign!